Mattel has been appointed by Moonscoop to develop a new toy line based on the Wild Grinders animated TV series, created by skateboarding star Rob Dyrdek.
As part of the deal, Mattel will develop a new line of action figures, expected to launch in the autumn in the US.
"It says a lot about the strength of the brand when a company of Mattel's stature jumps on board this early in the brand life cycle," said Cynthia Money, president of worldwide consumer products and marketing at Moonscoop. "Rob Dyrdek is enormously popular and now he's developed a brand which is both exciting and absolutely authenthic; perfect timing for a category which is growing and shows no signs of slowing down."
Mike Fulkerson, marketing director of Wheels New Business at Mattel, added: "Our new line of Wild Grinders figures brings unique play experiences to older boys with collectibles that deliver the fun and excitement of street skating."